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ABOUT
This interactive white paper was created to take a closer look at transmedia storytelling and explain the basics of this modern storytelling technique as well as provide insights and understanding of how this form of storytelling can be applied across multiple industries.
THE TEAM
Kenny Lauer is Vice Presdient of Digital Experience at George P. Johnson (GPJ), an event experience global marketing agency. He spends a lot of time playing with the concept of Remote Engagementwhich means, he gets to play with the coolest interactive and engaging technologies. His goal is to help companies collapse distances and connect people. He calls upon social media, game mechanics/dynamics, virtual technologies, storytelling, touch screen, gesture tracking--all to support a customer strategy to build long-term engagement with audiences. Contact Kenny on twitter (@KennyL). Meghan Gargan is a digital trends and social media strategist and researcher. She enjoys immersing herself in all transmedia worlds and analyzing those experiences to figure out how it will impact a wide variety of industries. Her background in editorial, PR and interactive media allows her to do a complete evaluation of an interactive experience and how these techniques and tools can be used to leverage brands, products and services. Contact Meghan on twitter (@meghangargan) or at meghangargan.com. Kristin Youngblood is a creative producer. She has a passion for the visual stategy of good design. Having worked in positions of PR , marketing and photography, she loves creating things with smart composition and impact. Discovering new ways industries and companies incorporate development, interactivity and design spark her key interests. Contact Kristin at krisinyoungblood.com John Hartley is a front-end web developer and video producer based in Columbus, OH. With a background in broadcast media, John is trying to find the best way to reach out to people through the web. He hopes to work at a small digital agency in the first few years out of graduate school. You can find John on Twitter @johnbhartley or at www.johnbhartley.com.
George P. Johnson: http://www.gpj.com/ Henry Jenkins, Provosts Professor of Communication, Journalism, and Cinematic Arts, Univeristy of Southern California http://www.henryjenkins.org/ Jeff Gomez, CEO, Starlight Runner Entertainment http://www.starlightrunner.com/ Esther Lim, Digital Marketer and Transmedia Specialist Todd Purgason, Group Creative Director, and Ted Bramle, Creative Director, JUXT Interactive http://www.juxtinteractive.com/
So,
around, but what does it mean? Does anyone know? Heres what we do know...
audiences engage with content marketers are distributing content stories are told and consumed
A STORY UNIVERSE can be defined as the created world built with emphasis on consistenty, credibility and believeablity (within a specific storyline) in order to successfully immerse a transmedia audience.
Incorporating different media platforms allows a transmedia telling to create multiple entry points into a story universe, allowing audiences to participate, engage, collaborate and share with the technologies they like best. Additionally, this approach allows each piece of content to fit into the greater whole of a story, adding new details and insight - thus making it a more valuable piece of information. The greatest difference between transmedia and other interactive storytelling techniques is that traditional multi-platform storytelling simply repackages information (book to movie to video to graphic novel). Transmedia storytelling focuses on each platform distributing new story insight through multiple platforms, specifically choosen to add greater value to story content, rather than retelling the same story in a different format.
Transmedia: Defining & Debunking The Modern Storytelling Experience p.3
However,
For example, TV show How I Met Your Mother, in addition to the weekly 30 minute program, features a Barney Stinson blog, Twitter feed (@broslife), published books as well as creating external websites (including a video resume) that align with plot points within the show a basic transmedia integration.
However,
from fictional transmedia entertainment to non-fictional transmedia marketing. The recent Mattel campaign to reunite Barbie and Ken is a prime example of using multiple entry points into a story with a marketing strategy. The campaign included transmedia implmentations such as micro sites, Facebook and Twitter accounts for both dolls, a partnership with a NYC bakery and candy store, and ads from Ken to Barbie on the Times Square Jumbo-Tron. All of these efforts lead to a voting poll where audiences could vote on whether or not the dolls should reunite, which they ulimately did on Valentines Day 2011 thanks to the publics votes. Other brands with successful transmedia strategies include Old Spice and Starbucks.
Transmedia: Defining & Debunking The Modern Storytelling Experience p.5
Got it?
So heres some basics you need to know about creating a transmedia story. There are two primary transmedia storytelling models that narratives typically follow:
Comic Books
expanded character
Franchise Transmedia
multiple platforms create a collection of individual experiences
Feature Film
the main story
Sequel
expanded backstory
Computer Game
Website
Portmanteau Transmedia
Image Event
Portmanteau transmedia model is defined as multiple platforms contributing a single experience. The Mattel campaign example used above demonstrates this kind of storytelling where each piece of content was released and consumed simultaneously to enrich the experience of the Barbie and Ken brand.
In addition to picking a model that suits a particular purpose, or mixing and matching the two, other factors to keep in mind are your target audience, engagement strategy, production timeline and the story arc. Getting Started in Transmedia Storytelling by Robert Pratten is a great resource for transmedia beginners who want to learn more.
Transmedia: Defining & Debunking The Modern Storytelling Experience p.8
that
audience
Instead of a one to many communication flow, businesses and brands are encountering a one to one to many, which is ultimately brands to influencer/fan to influencer network and friends. This is where the benefits of a transmedia story truly come into play. Creating content that is interesting, engaging and share-worthy ultimately opens the experience to a large network supported by loyal fans who want to see the project and the story succeed.
As the need for interactive narratives and community engagement grows, so too will the demand for transmedia experiences. Already this kind of multi-platform storytelling is beginning to saturate the marketing/branding and activism sectors. Industries are finding that creating a compelling, immersive story universe is proving beneficial when trying to establish a meaningful experience and relationship that truly resonates with audiences.
Transmedia:
Transmedia is a fad.
Forms of transmedia storytelling have been around for a long time some even citing The Bible as the first example of storytelling through multiple platforms (written, oral, visual). Storytelling mash-ups have existed and been consumed long before the term was defined. As new media innovations continue to expand to the masses, storytellers in every industry will have to engage audiences in order to have their message heard through the clutter.
Jay Bushman
The Hunt was a transmedia event experience created by George P. Johnson for Ciscos Global Sales Experience. This particular case study did use a fictional ARG to engage audiences and build buzz around the event.
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Low Lifes was a fictional transmedia experience created by Robert Pratten not using an ARG. Pratten relied on YouTube, text, social media and images to tell his story.
Links
Getting Started in Transmedia Storytelling, Robert Pratten (2011) http://www.tstoryteller.com/getting-started-in-transmedia-storytelling Your Life is a Transmedia Experience (slideshare), Jenka Gurfinkel (2011) http://www.slideshare.net/socialcreature/your-life-is-a-transmedia-experie nce-6609259 Transmedia Rising (white paper), JWT Intelligence (2011) http://www.jwtintelligence.com/trendletters2/ Transmedia Storytelling, A Think Lab (by Dr. Pamela Brown Rutledge), http://athinklab.com/transmedia-storytelling/ Transmedia Experience (tumblr), Meghan Gargan (2011) http://www.transmediaexperience.tumblr.com Transmedia Storytelling 101 (blog), Henry Jenkins (2007) http://www.henryjenkins.org/2007/03/transmedia_storytelling _101.html Transmedia Storytelling: Business, Aesthetics and Production at the Jim Henson Company, Geoffrey Long (2007) http://cms.mit.edu/research/theses/GeoffreyLong2007.pdf
Videos
Convergence Culture, TEDTalks, Henry Jenkins http://www.youtube.com/watch?v=AFCLKa0XRlw&feature=related Transmedia Missionaries, Henry Jenkins http://www.youtube.com/watch?v=bhGBfuyN5gg The Hunt (case study), JUXT Interactive/George P. Johnson http://www.gpj.com/blog/?p=227
Books
Convergence Culture: Where Old and New Media Collide, Henry Jenkins (2006) http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0 814742815 Digital Storytelling: A Creators Guide to Interactive Entertainment, Carolyn Handler Miller (2008) http://www.amazon.com/Digital-Storytelling-Creators-Interactive-Entertai nment/dp/0240805100